PENTEL LAUNCHES ‘MOST INNOVATIVE PEN FOR YEARS’
With real excitement and anticipation Pentel is proud to announce the launch of what the company considers to be the most innovative writing instrument to have entered the market for years, and which it believes is set to take the industry by storm.
Hybrid Dual Metallic is, according to Pentel, an extraordinary pen that writes like no other, and will have instant, irresistible consumer appeal.
Marketing manager, Wendy Vickery, explains: “Gel pens have been around for a couple of decades. Indeed, most of us have used one at some stage in our lives, whether for writing Christmas cards or for everyday use in the office. So, we’re all familiar with the smooth writing and rich depth of pigment ink colour they produce.
“However, our new Hybrid Dual Metallic pen is no ordinary gel pen, it’s unique. Inspired by the natural world – such as the aurora borealis, or the sheen of the wings of a humming bird – this fantastic pen produces similar iridescent effects which are nothing short of amazing. It’s a real ‘wow!’ product”.
The reason for this enthusiasm and appreciation is that Hybrid Dual Metallic writes in different colours on different shades of paper. And, when held to the light, or when the paper is turned to show different viewing angles, it’s possible to see two different colours produced by the same pen.
There are eight pens in the range and thanks to a special combination of pigment dye and glitter a total of 16 colours can be seen: black/metallic red, blue/metallic green, green/metallic blue, orange/metallic yellow, pink/metallic pink, violet/metallic blue, gold/metallic gold and silver/metallic silver.
The styling of the product is simple, but attractive, with a sparkly barrel and dual-tone pocket clip to reflect the twin colours produced by each pen. A 1.0mm nib gives a medium line width and helps to deliver smooth, scratch-free writing or drawing. Recommended retail price is £2.25 each.
Wendy Vickery says, “Hybrid Dual Metallic is ideal for cards, decorations, colour-coded notes, letters, illustrations, scrapbooking, adult colouring and many other creative projects. The ink is acid-free, so it’s suitable for different types of paper.
“We anticipate that Hybrid Dual Metallic has the potential to create the kind of sensational demand that we experienced with our original Hybrid gel pens back in the mid-1990s, particularly among 11 to 18 year old teenage girls. The difference this time, of course, is that their thoughts and impressions can be shared instantly with their peer groups on social media, spreading the word quickly and effectively.”
It’s no surprise, then, that Pentel is embarking on a two-phase major social media and PR campaign to launch Hybrid Dual Metallic pens to get the message to its core target audience. Activity will include an online competition to become the first members of a specially selected panel to receive and review samples of the product, plus YouTube product videos, regular posts, tweets and competitions, a dedicated micro site and consumer press coverage. Phase one will focus on the launch period up to the summer, and phase two will be rolled out in the run-up to Christmas.
The campaign will target one million people via Facebook, Twitter, YouTube, Instagram, women’s and craft magazines.
Merchandising will include counter displays for loose products and eight-piece wallets of the full colour range, giving consumers the choice of individual colour selection, or opting for the entire set. In-store point-of-sale will be available, including split black and white tester pads to demonstrate effectively the product’s dual ink features.
Hybrid Dual Metallic will be the main feature from Pentel at this year’s London Stationery Show and visitors will be able to try it for themselves on stand M507.
Posted on 27th March 2017 by Vanessa Fortnam